Rank order (1 = most important, 18 = least important). There are no right or wrong answers. The pattern reveals a person’s value system.
The total number of values a person possesses is relatively small.
Rokeach utilized ranking because human life forces choices. Since resources and time are finite, individuals must constantly prioritize one value over another when facing cognitive or ethical dilemmas.
Advertisers use terminal and instrumental values to align product branding with the core motivations of their target audience.
Marketers use the RVS to segment audiences. By understanding whether a target demographic prioritizes Excitement over Family Security , companies can tailor their brand messaging to align with those deep-seated drivers. Cross-Cultural Psychology
Since its publication, the RVS has been studied and applied across an array of fields:
: The book is available for preview on Google Books, though the full content is often restricted.
Milton Rokeach’s The Nature of Human Values is more than a book; it is a bold blueprint for understanding human nature itself. By introducing the world to the Rokeach Value Survey and the foundational distinction between terminal and instrumental values, Rokeach provided a practical, empirical toolkit to explore the abstract world of human ideals. The book's recognition of values as the ultimate drivers of social behavior continues to inspire and provoke debate. It remains an essential read for anyone seeking to understand the invisible forces that guide individual actions and shape our collective world.
These refer to "end-states of existence." They are the ultimate goals a person wants to achieve during their lifetime (e.g.,
Rokeach divided the human value system into two interconnected categories: Wiley Online Library
: Rokeach used his survey to analyze American society, distinguishing between different ideologies (like capitalism vs. socialism) based on how they prioritized the two key values of freedom and equality . Legacy and Modern Access
Once you locate the file, proper citation is mandatory. Here is the standard APA 7th edition format:
While values are relatively stable, Rokeach conducted experiments showing that making individuals aware of inconsistencies in their value rankings could lead to measurable, long-term changes in their opinions and social behaviors. Applications and Resources
[18 Terminal Values] ======> Ultimate Life Goals (e.g., Freedom, Wisdom) [18 Instrumental Values] ======> Modes of Behavior (e.g., Honesty, Courage)
For researchers who cannot access the full PDF immediately, here is the complete list of values from the RVS, exactly as organized in the 1973 text:
